Common Online Advertising Terms Provided by ZEDO, Inc.

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1 3rd Party Ad Tag 3rd Party Redirect Action Action Tracking Tag Activity Ad Dimension Ad Hoc Report Ad Network Ad Tag Advanced Report Advertiser Advertiser Summary Report Advertiser Type Allocate per Ad Allocate per Channel per Ad Alt Text AOL Tag API Automatic Optimization Bandwidth Targeting Ad Tag provided from a 3rd-party Ad Server or Ad Network, uploaded into the ZEDO Ad Server The act of redirection to a third party outside of ZEDO. Commonly used to redirect to a third party ad network or ad server. Actions are registered at the end of a conversion, if the Action Tracking tag is placed correctly on the conversion page. A tag, placed on a conversion page, to log completed post-click or postimpression actions. See also Conversion Tracking. Discrete actions by an internet user, used in the ZEDO Ad Server for Behavioral and Profile targeting technology. The width and height of the ad to be displayed on the web page. A flexible reporting system that lets you create your own reports. An advertising company that serves as a broker between publishers and advertisers in exchange for a shared commission. A piece of HTML code in a web page, or affiliated-party's page that makes a program call to the ad server to render an ad in that space. ZEDO's Advanced reports let you choose your own filters and columns. An advertiser represents the buyer of inventory on your site or ad network. An advertiser can be identified as a Direct Advertiser, and Ad Network, or a Self Service Advertiser (coming soon). Advertiser. This data can be broken down by Month, Week, Day or Hour. You can set an advertiser in ZEDO as a Direct Advertiser or an Ad Network. Leave this blank if you do not know. This allocation method lets ZEDO automatically determine the appropriate inventory allocation on some or all of the channels that your ad is targeted to. This allocation method lets you control the exact inventory allocation on each channel that your ad(s) is targeted to. The text that appears when holding a mouse over your ad. ZEDO ad tag that meets AOL requirements. Application Programmer's Interface - the backend access to your ZEDO account information. The ability to automatically allocate more impressions to your highest performing creative based on a threshold (sample size), and a variety of performance criteria, including ecpm, CTR, and Conversion Rate Target an ad to dialup or broadband internet users. 1 of 7 ZEDO-Glossary xlsx

2 Banner Barter Ad Barter System Behavioral Targeting Browser Bucket Campaign Notes Campaign Summary Report Channel Channel Limit Channel Set Channel Summary Report Click Click Through URL Click Tracker Click-Through Click-Through Rate Clone Ad A rectangular style of site advertising containing words and images. Can be static or animated. A ad that is set up for a Barter System exhange. In ZEDO, Barter ads will serve before House Ads. See Barter System. An economic system in which two parties trade ads or links on order to benefit each other. Target an ad to a particular user behavior or activity. An application used to locate and display Web pages. Popular ones include Netscape, Microsoft Explorer and NeoPlanet. See Inventory Type Free-form text to make notes at the campaign level. Advertiser's Campaign(s). This data can be broken down by Month, Week, Day or Hour. A channel in ZEDO is a section of your site or network - an arbitrary logical grouping, defined by your company and used to segment inventory. The "channel" corresponds to an ad tag, and is used to for ad targeting. The total number of ads that an internet user will see for a particular channel-dimension combination (ad tag). An arbitrary grouping of Channels for more convenient channel targeting. Channel or Publisher's Channels. This data can be broken down by Month, Week, Day or Hour. Depressing and releasing a mouse button to select a screen object. The URL that is used to get to a Web site. A click tracker, in ZEDO, is an ad type with limited functionality that is used to log counts when clicked. The process of a visitor clicking on a Web advertisement and going to the advertiser's Web site. Also called ad clicks or requests. The click through rate measures the amount of times an ad is clicked versus the amount of times it's viewed. Cloning an ad, in ZEDO, will copy several general ad parameters and settings to a new ad in a campaign. Ads can also be copied to another campaign. The "clone" function was provided to ease the hassle of setting up several ads at a time, and to reduce errors when creating several ads with alike parameters. 2 of 7 ZEDO-Glossary xlsx

3 Clone Campaign Connexion Tags Conversion Tracking Cookie CPA CPC CPM Creative Summary Report CTR Custom Role CZAR Dashboard Default Geo Set Defaults Demographic Targeting DMA Create a new campaign record with all campaign details. Ads in the campaign will not be included. Similar to Doubleclick Floodlight, or Atlas' Universal Action Tag, ZEDO's Connexion Tag acts as a universal pixel "piggyback" tag for advertisers and ad networks, that makes it easier to work with several publishers. The ability to track the performance of different creatives in order to see which one gets the highest conversion. Cookies are small files that are stored on your computer and is used by ZEDO to store internet user's browsing behavior and statistics. Cost per Acquisition or also known as Cost Per Sale. This is typically an average dollar amount to the total cost in clicks it takes to convert to a sale. Often confused with cost-per-action. Cost-per-click-through. The amount charged an advertiser for each click a banner ad attracts. Cost per thousand. CPM refers to the total cost of 1,000 visitor requests to view an ad; in other words, the cost for 1,000 impressions. Creative or group of Creatives. This data can be broken down by Month, Week, Day or Hour. See Click-through Rate. A customized access role, based on one of ZEDO's default role types, which you can design to your needs to view and access different data in your account. Comprehensive ZEDO Adhoc Reporting: ZEDO's new ad-hoc reporting system. A table view, sometimes including charts, of current performance statistics. General geography sets that are created for all accounts for your convenience. See Geo Sets. Default Ads are served when there are no regular ads to be served. Default ads (also referred to as "FOCs") are served free-of-charge. The ability, in ZEDO, to target an ad to a user's age, gender or zip code. Desiganted Market Areas. A DMA is a geographic area used by the Nielsen Station Index in measuring audience size. DMA s are nonoverlapping areas consisting of groups of counties from which, in traditional media, television stations attract their viewers. 3 of 7 ZEDO-Glossary xlsx

4 ecpm Even Delivery Excess Inventory Excluded Channels Exclusive Campaign Expandable Ad FOCs Effective Cost Per Mille Measures what a publisher would receive if their advertising inventory was sold on a CPM basis as opposed to a CPA, CPC, etc. This delivery setting on your campaign will evenly allocate a campaign's impression goals on a daily basis, across the flight dates of the campaign. This inventory setting on a campaign will tell the ad scheduling system to allocate these ads in the lower-value inventory on your site - ie., after the higher paying ads have served. The channels that an ad should not be served on, when targeted to a Channel Set. Excluded sets lets a user target an ad to a channel set, but leave out some of the channels in that set. This campaign type is most often used for Sponsorship deals, or when an Advertiser has elected to buy all the inventory on your site or subsection of your site. While Exclusive Campaigns are running, no other ads will be seen by users of the targeted audience. A type of online ad that is fixed in placement but expands in size over the page once clicked on or rolled over. Free of Charge. See also Defaults. Frequency Cap Frequency Cap per Channel Geo Level Geo Set Geo Target GIF Global Frequency Cap Hourly Report The maximum number of times a user will be exposed to a specific type of advertisement. The maximum number of times a user will be exposed to a specific ad on a certain channel in ZEDO. You can set different frequency caps in different channels, or set a Global Frequency Cap. Incremental Level points that are assigned by default, to the priority of an ad that is geo targeted. Geo Levels are used internally to give precedence to Geo Targeted ads over non-geo Targeted ads that share all other targeting properties. A grouping of Geographies (Countries, States or Cities) that can be used for easier targeting. ZEDO comes with Default Geo Sets (Continents, Languages and DMAs), and customers can create their own. The ability to target an ad to display to users in a specific geographic location. for "Graphics Interchange Format". GIF is used to compress data. Most generally used for banner advertising. The maximum number of times a user will be exposed to a specific type of advertisement, across all channels and sites in your ZEDO setup. Provides performance data by the hour. ZEDO stores hourly data for the previous 7 days. 4 of 7 ZEDO-Glossary xlsx

5 House Ads HTML iframe Impression Advertising by a website or other media vehicle for itself in its own vehicle; eg, an advertisement for a website that runs on its own site, a particular newspaper that appears in its own newspaper or a commercial for a radio station that airs on its own station. This is often done to put unsold inventory to good use. (HyperText Markup Language) This is the format of files published on the World Wide Web. IFrame (from inline frame) is an HTML element which makes it possible to embed another HTML document inside the main document. A single appearance of an advertisement on a web page. Impression Limit The total number of times an ad should be shown. Impression Tracker Input HTML Inventory Forecast Report Inventory Report Javascript JPEG JPG Keyword Targeting Level MSN Tag Network Summary Report An impression tracker, in ZEDO, is an ad type with limited functionality that is used to log impressions when viewed. Using this template to create your ad will let you enter HTML code directly into the system, rather than upload an HTML file. A report which calculates the amount of sold vs. unsold inventory. This report takes into account previous traffic history across channels, as well as current and future campaigns targeted to those channels. A report that shows you the inventory in your channels. JavaScript is a cross-platform, object-based scripting language developed by Netscape for client and server applications. It is commonly used on web pages to add interactivity and dynamic content such as banner rotation. See JPG for 'Joint Photographic Experts Group', generally used to compress photos. The ability to target an ad to be shown on a page based on page content. A Level, in ZEDO, is used to set the priority platform for ads and campaigns based on several campaign criteria including, but not limited to, Exclusivity, Rate Amount, Targeting, etc. Recommended for Advertiser and Ad Network clients that want to serve their ads on MSN sites. Performance Metrics (clicks, impressions, or actions) for your total account. This data can be broken down by Month, Week, Day or Hour. 5 of 7 ZEDO-Glossary xlsx

6 No Script Tag Pacing Report Page View Performance Report Pop-up Blocker Premium Inventory Private Label Profile Targeting Profit Report Publisher Publisher Payout Publisher Summary Report Quick Report Rank Ads The noscript element is used to define an alternate content (text) if a script is NOT executed. This tag is used for browsers that recognizes the <script> tag, but does not support the script in it. This report shows the overall pacing progress of campaigns, based on the impression goals and performance to-date. Accessing or merely seeing a Web page as opposed to other methods that count many elements per page. ZEDO Performance Reports provide impression, click, CTR and other performance data. These are some of ZEDO's "canned" reports available to all customers. A pop-up blocker refers to any software or application that disables any pop-up, pop-over or pop-under advertisement window that you would see while using a Web browser. Some pop-up blockers may try to close all pop-up windows, some may remove all advertising from a publisher's Web site, and still others may help you choose which pop-up windows you want to be closed with block list feature. This inventory setting on a campaign will tell the ad scheduling system to allocate these ads in the higher-value inventory on your site - ie., before any low-paying campaigns. A choice of several options in ZEDO for customizing the ad server interface and ad serving domains. Contact your sales rep for more details. The ability to target an ad to a user's profile information or interests. A report in ZEDO that calculates an ad network's overall profit, after payouts to publishers. This feature is typically only enabled for ZEDO customers that are ad networks, and not available to customers with only one website. An entity in the ZEDO system that indicates who should be paid for impressions served, in an Ad Network setup. ZEDO's publisher payout product lets you define one or many rules for how to pay publishers. This feature is typically only used by Ad Network customers of ZEDO. Publisher or set of publishers. This data can be broken down by Month, Week, Day or Hour. Standard reporting interface with basic reporting options. For more, see Advanced Reports. The Rank Ads screen lets you see and control the priority, level and weight of the total combination of ads scheduled to be served on a given channel-dimension. 6 of 7 ZEDO-Glossary xlsx

7 Rank Campaigns Redirect Pricing Rich Media Ad Role Scheduled Report Sequencing SMS Report Speedy Delivery Sub Tab Tab Targeted Channels Tool Tips Tracking Tag Upload HTML User Weight Yahoo Tag The Rank Campaigns screen lets you see and control the priority of all active campaigns for a given advertiser. Special pricing is given when a website serves ads hosted on a non-zedo server. This setting is made at the Advertiser level and is available for known ad networks. An ad unit that makes use of a range of interactive digital media including streaming video and audio. The ads usually change as a users mouse passes over A User's role defines that the user can see and do within ZEDO. Default role types are created for standard Ad Trafficker, Advertiser and Publisher access, and custom role types can be created to meet your specific needs. A report that is scheduled to be generated and sent, via or SMS, on a daily, weekly, monthly or other scheduled. A unique ZEDO system that lets you control and manage the exact order of ads for each and every internet user group and sub-group. For more information, contact your Account Manager. A simple report which can be delivered to your phone by SMS / Text Message. Available in certain countries only. This delivery setting on your campaign will attempt to achieve campaign goals as soon as possible. This delivery type is not frequently used for direct sales orders, but is sometimes useful for advertisers that want as much reach, as quickly as possible. The navigation options below the primary Tabs in ZEDO's web interface. The primary navigation in and around the ZEDO web interface. The channels that an ad in ZEDO should be served on. Small mouse-over explanations that can be turned on or off, in the ZEDO web interface. A tag generated in the ZEDO ad server to track actions, conversions, impressions and clicks. Using this template to create your ad, you can upload an HTML file from your computer, rather than typing or pasting the code directly into the ZEDO system. A single login account in ZEDO. The relative ratio that the ad will serve in comparison to other ads in the same inventory bucket. Recommended for Advertiser and Ad Network clients that want to serve their ads on Yahoo sites. 7 of 7 ZEDO-Glossary xlsx

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